Effective PPC Marketing at an Affordable Price

Pay Per
Click, or PPC, marketing is perhaps the most effective alternative to
Search Engine Optimisation (SEO) and a proven way of driving targeted
traffic to your website. When implemented correctly, PPC can result
in higher traffic and greater revenue, but if done wrong, a campaign
can result in disaster for your bottom line. For this reason, Pay Per
Click Management is essential.

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Brand exposure

Every
business in Edinburgh, whether online or not, shares a common goal:
customers. Business owners want to attract as many visitors to their
brand as possible and get as many of them as possible through the
checkout. When doing business online, the best way to attract
customers is by appearing prominently on the search engines. In that
regard, PPC offers something that Search Engine Optimisation (SEO)
cannot: a top ranking on the first page of Google.

PPC takes
your brand and places it at the top of the search engine results
related to your niche, and by top we mean before any of the organic
results have been listed. What this means is that anytime a search
engine user enters a query related to your niche, for example
‘plumber in Edinburgh’, your ad will show up ahead of all of the
other results on the page, giving you unparalleled brand exposure and
providing searchers with an easy link to the service they require.

Benefits on both sides

PPC
marketing, through Google AdWords in particular, offers great
benefits to both business and customer. As the business owner, your
ad being displayed in relation to certain search queries means that
the traffic you receive will come from people with an active interest
in your products and services, and visitors that are already part way
through the buying process are much more likely to convert.

For the
searcher, PPC providing an advertisement on the first page of search
results eliminates the need to waste time scrolling through results
and provides them with access to a business in Edinburgh that offers
what they need, where they need it.

The importance of PPC management

Statistics show that paid results account for 64.6% of clicks for keyword searches that imply ‘high commercial intent’; however, for a campaign to consistently receive such a high number of clicks, it must be managed correctly.

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Pay Per
Click involves bidding on relevant search terms (keyword phrases) and
only paying when ads are clicked on. In order to generate the best
possible return on investment (ROI), ads must be created and managed
correctly, otherwise you could end up spending more than you earn.

PPC
management takes each one of your campaigns and analyses them in
detail, studying keywords and sources (search engines), as well as
how many people saw and clicked on your adverts, and whether those
people bought anything from you. Landing pages must also be analysed
to see which pages are effective and which are not converting – how
long did people spend on your website? Did they buy as a direct
result of the initial visit, or come back at a later date?

Finally,
PPC management ensures that your campaigns are able to pay for
themselves – the most important aspect of all.

Much like
running a business, Pay Per Click is an on-going process that takes a
lot of thought and careful planning to get right. Great ads require
attractive and compelling copy with the right blend of highly
converting keywords and phrases, which is why management services are
essential.

In short,
if you want your brand to distinguish itself from the many hundreds
of others in Edinburgh, PPC is the way to do it.